Dear Mr.

Yount, My name is Jessica Wiger and Im a student in a public relations writing class at the University of Alabama in the Department of Advertising and Public Relations. As one of the major requirements for the course, we are asked to produce a public relations plan and materials for a client of our choosing. I would like to work with your organization on this project because I am passionate about the I Am Second movement and how God is inspiring people of all kinds to live for Him and others through I Am Second. I was wondering if you would be willing to work with me by providing information about your present and future public relations goals, opportunities or challenges. Any thoughts you could provide would be appreciated. You are also welcome to use any of the materials I produce to help I Am Second reach their goals. You can contact me at your convenience at jmwiger@crimson.ua.edu or 703-999-7828. Thanks in advance for your time and consideration. I look forward to working with you! Best regards, Jessica --

Jessica Wiger
Public Relations Undergraduate The University of Alabama jmwiger@crimson.ua.edu c. 703-999-7628 --------------------------------------------------------------------------------------------------------------------------------Jessica, I would be happy to talk to you about it, but Im in a bit of a crunch at the moment. Could we talk the week of Feb. 7? --------------------------------------------------------------------------------------------------------------------------------That sounds great, thank you so much for getting back to me! How does Monday the 7th sound? Jessica --

Jessica Wiger
Public Relations Undergraduate The University of Alabama jmwiger@crimson.ua.edu c. 703-999-7628 --------------------------------------------------------------------------------------------------------------------------------Why dont you give me a call that afternoon or Feb. 8? I dont know how much time I will be able to devote to your project, but I should at least be able to make time for a 15-30-minute call. The number here is 972-267-1111. --------------------------------------------------------------------------------------------------------------------------------Sounds great! I am looking forward to speaking with you too.

Jessica --

Jessica Wiger
Public Relations Undergraduate The University of Alabama jmwiger@crimson.ua.edu c. 703-999-7628 --------------------------------------------------------------------------------------------------------------------------------Should be fun.

Dear I Am Second Team, My name is Jessica Wiger and Im a student in a public relations writing class at the University of Alabama in the Department of Advertising and Public Relations. As one of the major requirements for the course, we are asked to produce a public relations plan and materials for a client of our choosing. I would like to work with your organization on this project because I am passionate about the I Am Second movement and how God is inspiring people of all kinds to live for Him and others through I Am Second. I was wondering if you would be willing to work with me by providing information about your present and future public relations goals, opportunities or challenges. Any thoughts you could provide would be appreciated. You are also welcome to use any of the materials I produce to help I Am Second reach their goals. You can contact me at your convenience at jmwiger@crimson.ua.edu or 703-999-7828. Thanks in advance for your time and consideration. I look forward to working with you! Thank you, Jessica --

Jessica Wiger
Public Relations Undergraduate The University of Alabama jmwiger@crimson.ua.edu c. 703-999-7628 --------------------------------------------------------------------------------------------------------------------------------Hey Jessica, Could you give us a timetable? Would you be willing to connect with us over the phone?

Laura Garison I am Second Coordinator e3 Partners 214.440.1188 --------------------------------------------------------------------------------------------------------------------------------Ms. Garison, Thank you so much for getting back to me! I recently spoke to Steve Yount, the I Am Second account executive, and he filled me in on some basic information about the organization's goals and strengths. It would be great if I could still speak with you about your role with I Am Second, and the public relations aspect of coordinating I Am Second and e3 Partners. I am very grateful for any information you would be willing to share. I am going out of town tonight and will not be back until Sunday night. Are you available anytime next week to connect over the phone? Thank you so much again for your time.

Jessica --

Jessica Wiger
Public Relations Undergraduate The University of Alabama jmwiger@crimson.ua.edu c. 703-999-7628 --------------------------------------------------------------------------------------------------------------------------------That would probably work really well. I'd like to also have our Communications Director on the phone. His name is John Humphrey, and he's the I Am Second Project Director.

Could you do 4:30 pm tomorrow? If you could call 214.440.1108, that would be great!

Laura Garison I am Second Coordinator e3 Partners 214.440.1188 --------------------------------------------------------------------------------------------------------------------------------Sounds great, looking forward to it!

Jessica --

Jessica Wiger
Public Relations Undergraduate The University of Alabama jmwiger@crimson.ua.edu c. 703-999-7628

Client Background:

What.
Inspiring a Revolution of Second. What is I am Second?
Powered by e3 Partners, I am Second is a movement that is meant to inspire people of all kinds to live for God and for others. Using an innovative marketing campaign promoting iamsecond.com, visitors to the website are presented with inspirational videos and opportunities to learn about a relationship with Christ, grow in their spiritual walk and get involved in their local community. These videos feature famous actors, athletes, musicians, business leaders, drug addicts and even your average Joe, who share their stories. Their authentic stories provide insight into dealing with typical struggles of everyday living and are meant to give hope to the lonely and the hurting, help from destructive lifestyles and inspiration to the unfulfilled.1 While some of the Seconds may be well known for their jobs or achievements, others are just local believers who transparently tell of overcoming struggles through Jesus. The common denominator to be discovered is that they have all have failed while trying to do this life alone. I am Second is impacting lives around the world to find the hope, peace and fulfillment that they found, and become second.

How.
The history behind the Revolution of Second. How did I am Second originate?
I Am Second started as a conviction in the heart of Norm Miller, chairman of Dallas-based Interstate Batteries. Directed by the Bible verse John 13:6, Norm was
1. 2. 3. 4. 5. iamsecond.com e3partners.org John Humphrey, director of communications for I am Second Barna Group, visionary research and resource company Steve Yount, account executive for I am Second

looking for ways in Dallas-Ft. Worth to lift up Christ so that He might draw the people of his city to Jesus. A short time later he shared this conviction with e3 Partners, an organization he had partnered with for years. E3s mission is to equip believers to evangelize their communities in order to establish thriving, multiplying churches. After a week-long collaboration with two of e3s creative leaders, the idea become reality.2

Who.
Leading the Revolution of Second. Who is behind I am Second?
While a small team from e3 Partners coordinates the creation, production, distribution and communication of web content, tools and materials of the movement, the majority of those involved with I Am Second are everyday folks found at businesses, schools, community groups and churches. The leadership board consists of Founder Norm Miller, e3 Partners Ministry President Curtis Hail, Vice-President Mike Jorgensen, Director of Communications John Humphrey and Media Buying Rep Buddy Vaughn.2

Where.
Spreading the Revolution of Second. Where is I am Second?
Thousands of individuals and churches have connected with I Am Second by registering their small groups through the website. Local expressions encompassing entire regions and campuses have also formed to bring the inspiration of the movement to their areas. Media campaigns organized by local leaders are presently occurring in Dallas-Fort Worth, Central Florida, Tri-State/Evansville and Kansas City. International

1. 2. 3. 4. 5.

iamsecond.com e3partners.org John Humphrey, director of communications for I am Second Barna Group, visionary research and resource company Steve Yount, account executive for I am Second

expressions via web or grassroots activities have formed with partners in Romania, Russia, Nepal, Brazil, the UK and Switzerland.3

1. 2. 3. 4. 5.

iamsecond.com e3partners.org John Humphrey, director of communications for I am Second Barna Group, visionary research and resource company Steve Yount, account executive for I am Second

SWOT Analysis:

Strengths of the client.

The greatest strength behind I am Second is that their approach comes from an angle different from any other kind of campaign, especially any Christian campaign. According to John Humphrey, director of communications, I am Second tries to stay away from the typical churchy language. The way the seconds open up about the intimate details of their lives allows everyday people to relate and be both guided and inspired in their own lives.3 Another strength is how the innovative marketing campaign promotes I am Second by pursuing excellence in every aspect of their videos, presentations and designs. A great, effective marketing strategy is their giant billboards that feature a black and white picture of a well-known person and their struggle. The strategy is unique and tends to catch people off guard in a good way. Also, the materials I am Second produces are very edgy and are targeted to appeal to all generations. Iamsecond.com is very interactive and the marketing techniques the organization uses to drive the public to their website are one of the greatest advantages in getting more attention in the local media.

Weaknesses of the client.

The greatest challenge I am Second faces is finding a culturally relevant method of reaching out to unchurched individuals, particularly among younger generations. The book UnChristian: What a New Generation Really Thinks about Christianity ... and Why It Matters, written by David Kinnaman of The Barna Group, said that Christianity has an image problem among outsiders, particularly young people. The overwhelming
1. 2. 3. 4. 5. iamsecond.com e3partners.org John Humphrey, director of communications for I am Second Barna Group, visionary research and resource company Steve Yount, account executive for I am Second

majority (82 percent) of non-Christians ages 16-29 thought that Christianity taught the same basic idea as other religions and only about a third of them (30 percent) felt that Christianity was relevant to their life.4 Therefore, I am Second is continually striving to keep up with todays culture and present Christianity to this generation, in a way that appeals to them, yet doesnt compromise Christianitys grounds and principles.

Opportunities.
A current opportunity that I am Second is dealing with is their expansion. Right now, I am Second is opening up markets in Orlando, Indiana and becoming available in over 200 countries around the world. According to Steve Yount, I am Second account executive, there is no limit to their expansion.5 Also, I am Second is growing in their opportunities to approach the public. Their approach is that when one of their campaigns goes into new market, its best for people to notice and be curious. I am Second does not bombard you, but rather they give the local media time to build curiosity and seek more information on their own.

Threats.
The only threat really standing in the way of the campaigns success is the negative perception some of the general public has on Christianity. In one of the Barna studies, it was indicated that non-Christians overwhelmingly perceived Christians as antihomosexual (91 percent), judgmental (87 percent) and hypocritical (85 percent). Despite this dim view of Christians, non-church goers in America are still relatively open to a personal dialogue about faith. Results from the 2007 Lifeway study indicated that as a group, 78 percent said they would be willing to listen to someone who wanted to talk
1. 2. 3. 4. 5. iamsecond.com e3partners.org John Humphrey, director of communications for I am Second Barna Group, visionary research and resource company Steve Yount, account executive for I am Second

about their Christian beliefs.4 That number rose to 89 percent among adults 18-29 years old. I am Second is using this threat as inspiration to help their campaign redefine what non-Christians perceives Christians as.

1. 2. 3. 4. 5.

iamsecond.com e3partners.org John Humphrey, director of communications for I am Second Barna Group, visionary research and resource company Steve Yount, account executive for I am Second

Goals and Objectives Goal 1: To increase awareness of the organization. Objective 1.1: To boost name recognition of I am Second among the general public by 20 percent by December 2011. Tactic 1: To host a concert of Second musical artists such as Jason Castro, Michael W. Smith and Brian Welch. Tactic 2: To drive traffic to the website by distributing a mass of free merchandise, such as I am Second rubber bracelets and shirts, at high school and college athletic functions. Tactic 3: Develop an I am Second twitter account and encourage those interested to follow I am Second through mentions in press releases, emails and brochures. Objective 1.2: To increase media coverage of I am Second by 25 percent by December 2011. Tactic 1: Write a pitch letter for a feature story about the newest Second. Tactic 2: Distribute fact sheet about I am Second. Tactic 3: Write and distribute 2 PSAs telling the community about I am Second and telling them how to get involved. Goal 2: To expand the organizations media campaigns. Objective 2.1: To expand the locations of the organizations media campaigns in five more US states and three more countries in Africa by December 2011. Tactic 1: To launch billboards in major cities and metropolitan areas across the US. Tactic 2: Distribute press release about I am Second expansion to national and

regional media outlets. Tactic 3: To translate I am Second campaigns and videos into three African languages. Objective 2.2: To expand the creativity of the organizations media campaigns by three new strategic marketing campaigns by December 2011. Tactic 1: To create unconventional marketing techniques to be used in major cities. Tactic 2: To create guerilla-marketing techniques to be used in major cities. Tactic 3: Develop a special section of the I am Second web site specifically targeted to display the new strategic marketing campaigns. Goal 3: To increase donations to the organization. Objective 3.1: To increase donations to the organization by 15 percent by December 2011. Tactic 1: To host a Seconds banquet and benefit dinner where proceeds from ticket sales and event details go to the organization. (An event where donors and other key publics are invited) Tactic 2: To develop a brochure discussing the organization, its needs and ways to donate. Objective 3.2: To recruit a bigger seconds family by establishing I am Second groups in churches and campuses by 10 percent by December 2011. Tactic 1: Write a pitch letter to a Christian magazine about an average Second and provide information about how others can get involved and donate to the cause.

Tactic 2: Tour of college campuses with featured Seconds to encourage establishment of I am Second college groups and participation/donations.

Priority 1. Young adults 2. Athletes 3. Special interest people 4. The average Joe 5. Volunteers 6. Media 1. To increase awareness of the organization. 2. To expand the organizations media campaigns. 3. To increase donations to the organization.

Characteristics Students and recent grads

What do you want them to do?

Publics

Take a stand and make a difference to their peers Leaders, dedication, the spotlight Give the glory to God on the field Addicts, health problems and Turn their problems over to Christ any personal struggles Every-day people Find their life meaning in Christ Contribution to organizational Start up I am Second groups in their growth areas News and media outlets Get the word out

Goals

Goal 1 Objectives

1. To boost name recognition of I am Second among the general public by 20% by December 2012. 2. To increase media coverage of I am Second by 25% by December 2012. Objective 1 1. To host a concert of Second musical artists such as Jason Castro, Michael W. Smith and Brian Welch. 2. To drive traffic to the website by distributing a mass of free merchandise, such as I am Second rubber bracelets and shirts, at high school and college athletic functions. 3. Develop an I am Second Twitter account and encourage those interested to follow I am Second through mentions in press releases, emails and brochures. Objective 2 1. Write a pitch letter for a feature story about the newest Second. 2. Distribute fact sheet about I am Second. 3. Write and distribute 2 PSAs telling the community about I am Second and telling them how to get involved.

Goal 1 Tactics

Goal 2 Objectives

1. To expand the locations of the organizations media campaigns in five more US states and three more countries in Africa by December 2012. 2. To expand the creativity of the organizations media campaigns by three new strategic marketing campaigns by December 2012.

Goal 2 Tactics

Objective 1 1. To launch billboards in major cities and metropolitan areas across the US. 2. Distribute press release about I am Second expansion to national and regional media outlets. 3. To translate I am Second campaigns and videos into three African languages.

Objective 2 1. To create unconventional marketing techniques to be used in major cities. 2. To create guerilla-marketing techniques to be used in major cities. 3. Develop a special section of the I am Second web site specifically targeted to display the new strategic marketing campaigns.

Goal 3 Objectives

1. To increase donations to the organization by 15% by December 2012. 2. To recruit a bigger seconds family by establishing I am Second groups in churches and campuses by 10% by December 2012. Objective 1 1. To host a Seconds banquet and benefit dinner where proceeds from ticket sales and event details go to the organization. (An event where donors and other key publics are invited) 2. To develop a brochure discussing the organization, its needs and ways to donate. Objective 2 1. Write a pitch letter to a Christian magazine about a average second and provide information about how others can get involved and donate to the cause. 2. Tour of college campuses with featured seconds to encourage establishment of I am Second college groups and participation/donations.

Goal 3 Tactics

Timeline Objective 1.1

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

Goal 1

Objective 1.2 Objective 2.1 Objective 2.2 Objective 3.1 Objective 3.2

Tactic 1 Tactic 2 Tactic 3 Tactic 1 Tactic 2 Tactic 3 Tactic 1 Tactic 2 Tactic 3 Tactic 1 Tactic 2 Tactic 3 Tactic 1 Tactic 2 Tactic 1 Tactic 2

Goal 3

Goal 2

Measuring the Effectiveness of Tactics Tactics 1. Concert of Seconds 2. Mass distribution of free merchandise Evaluation Track the purchases on itunes from people using the concert promo discount code. Attached to each merchandise will be a sticker saying to visit the website and create a login account and under the How did you hear about us? option, select the option saying I am Second visited your school. Track the rate of twitter followers. Track how many views the new Second gets on the website. Evaluate the number of I am Second search engine hits for the next few weeks. Analyze the numbers of volunteers who sign up from a certain time period after the public service announcements were released. Evaluate how many search engine hits the Second who was featured on the billboard gets for the amount of time the billboard is up. Track the location of search engine hits for I am Second. Visit Africa and analyze the effectiveness of the campaigns by surveying and interviewing the people. Interview bystanders who experienced the unconventional marketing within the cities and record their responses. Utilize hidden cameras to capture the publics reaction and evaluate the attention that was created. Evaluate the comments under each creative marketing campaign picture or video. Calculate the amount of money raised during the event. Evaluate the trend of donations during a specific time period that the brochure was distributed. Track the donors prescribed to the Christian magazine. Calculate the amount of money raised during the event and the amount donated through the website in relation to the event.

Goal 1 Objective 1

Goal 1 Objective 2

3. I am Second twitter 1. Pitch letter for feature story 2. Factsheet 3. PSAs

Goal 2 Objective 1

1. Launch billboards 2. Press release 3. Translation of campaigns

Goal 2 Objective 2

1. Unconventional marketing 2. Guerilla marketing 3. Strategic marketing campaigns section of web site

Goal 3 Objective 1 Goal 3 Objective 2

1. Seconds banquet 2. Brochure 1. Pitch letter to Christian magazine 2. Seconds college tour

For Immediate Release I Am Second Celebrates Third Anniversary With Banquet The I Am Second movement celebrates with an evening of inspirational stories, changed lives, music and a benefit dinner. Tuscaloosa, Ala. (May 3, 2011) -- The revolutionary I am Second movement will commemorate three years of outstanding growth and impact with a special anniversary celebration on Dec. 2, 2011 at the Dallas Cowboys stadium. The event will take place in the main level club south reception area. The reception area runs the length of the field, with floor to ceiling windows and a breathtaking view. The evening will be filled with reminiscing on the beginning of I am Second, which launched with a billboard campaign in the Dallas-Fort Worth area on Dec. 2, 2008, and what has now become an international movement harvesting more than 14 million page views and 3.3 million visits from 214 countries and regions. In addition to praise and worship from Grammy-nominated singer/songwriter Matthew West, numerous seconds featured on the website will attend, sharing testimonies and feedback regarding their I am Second experience. Donors and other key publics will be invited to the I am Second banquet, and all the proceeds from the ticket sales will go towards the organization. There will also be other opportunities to make donations to I Am Second throughout the night. The evening will be segmented to highlight the various walks of life of the Seconds. Just a few of the many attending will be Dallas Cowboys Bradie James and Greg Ellis, child actress Bailee Madison, pro skateboarder Brian Sumner and Texas Rangers MVP Josh Hamilton. I sacrificed a lot when I left Korn, said Brian Head Welch, former band member of Korn and now a Second. What Im doing now doesnt pay much, but to see peoples lives changed, thats my paycheck. Its what I live for, and I am looking forward to the anniversary banquet. For additional information on the I am Second anniversary banquet, contact Jessica Wiger or visit www.iamsecond.com.

-more-

About I Am Second: I am Second is a movement meant to inspire people of all kinds to live for God and for others. The I am Second website, http://www.iamsecond.com, features film testimonies from celebrities and everyday people who have overcome a variety of personal struggles, including abuse, addictions, pride, eating disorders, broken families and the search for success and meaning in life. ### Contact: Jessica Wiger, director of public relations I Am Second 555-555-5555 http://www.iamsecond.com

Louie Giglio, founder of Passion Conferences, Choice Ministries and Passion City Church invite@268generation.com Hey Louie, Its great to see this generation awaken to the reality of a glorious God isnt it? As a leader who has united over 71,000 college students to renown the name of Christ, its very clear how important that type of movement is to you. I am Second is coming together to celebrate the movement of a generation putting Christ first in their lives with an anniversary banquet. I know your contacts and Passion partners such as Francis Chan, Beth Moore and Lecrae would love to hear about this because they play a vital role as leaders to a generation living for Christ. Attending the I am Second anniversary banquet would be a great opportunity for famous Christian role models to connect, support each other and celebrate what God is doing. The I am Second anniversary banquet will be held in the Dallas Cowboys stadium in main level club south reception area. The reception area runs the length of the field, with floor to ceiling windows and a breathtaking view. In addition to praise and worship from Grammy-nominated singer/songwriter Matthew West, numerous seconds featured on the website will attend, sharing testimonies and feedback regarding their I am Second experience. All the proceeds from the ticket sales will go towards the I am Second organization. There will also be other opportunities to make donations to I am Second throughout the night. Please help publicize this event and spread the word! Your publics will appreciate it. A full release is below with more information about the event and how to purchase tickets. Ill follow up with you this week, but please let me know if you have any questions before hand. You can reach me at 555-555-5555 or at jmwiger@iamsecond.com. Lets celebrate for Christ! Jessica

Jessica Wiger MEDIA CONTACT: Marisa Laudadio, editor People Magazine 1-212-522-6699 editor@people.com I AM SECOND FACTSHEET A revolution of Second. Inspiring people of all kinds to live for God and for others. Description: I am Second is a movement meant to inspire people of all kinds to live for God and for others. The I am Second website, http://www.iamsecond.com, features film testimonies from celebrities and everyday people who have overcome a variety of personal struggles, including abuse, addictions, pride, eating disorders, broken families and the search for success and meaning in life. Marketing: In the Dallas-Fort Worth area, the movement uses multiple billboards and outdoor kiosks, in addition to print advertisements and thousands of television, cinema and radio clips to drive people to the web site. The campaign also reaches people through social network sites including twitter, facebook (the I am Second fan page currently has close to 80,000 members) and the official I am Second blog. History: The initial inspiration for I am Second was to create a movement centered on a roadside billboard with a picture of a sports superstar. Normally, such a big star would be number one, but the words I am Second would drive curious people to iamsecond.com. There, visitors could watch the superstars testimony, learn about Christ and if they wanted, be plugged in to a local church or connect with others. Struggles: The video testimonies address a variety of struggles and topics including abuse, racism, selfishness, divorce, addictions, fame and the search for meaning and satisfaction in life. Location: The I am Second national headquarters is located at 2001 W. Plano Parkway in Plano, Texas. Web site: www.iamsecond.com Phone: The I am Second phone number is 214-440-1101. ###

Marisa Laudadio, editor of People Magazine editor@people.com Hey Marisa, How would you like to have VIP access to largest domed stadium in the world? The Dallas Cowboys stadium's current construction cost was $1.15 billion, also making it one of the most expensive sports venues ever built. This year they will be hosting the I am Second Anniversary Banquet. The I am Second movement will commemorate three years of outstanding growth and impact with a special anniversary celebration at the Dallas Cowboys stadium. The evening will be filled with inspirational stories, changed lives, music and a benefit dinner. Donors and other key publics will be invited to the banquet, and all the proceeds from the ticket sales will go towards the organization. The evening will be segmented to highlight the various walks of life of the Seconds. Just a few of the many attending will be Dallas Cowboys Bradie James and Greg Ellis, child actress Bailee Madison, pro skateboarder Brian Sumner and Texas Rangers MVP Josh Hamilton. Also, Grammy-nominated singer/songwriter Matthew West will be performing. I know that People Magazine is a trusted source among the nation and that your readers would love to see this because of all the celebrities and famous role models attending. This event will also bring attention to the incredible global impact I am Second has had and get the inside scoop into the lives of our favorite celebrities and why they are second. If you would like to cover this event, we will give you exclusive interview with the founder of I Am Second, Norm Miller, and a tour of the behind the scenes set up of the banquet. Afterward, any Second of your choice will be made available for an exclusive interview as well. The Dallas Cowboys stadium will also provide VIP access to anywhere on the stadium and on the field. I would really appreciate you writing a feature story on this event, and I can help facilitate the process by providing you with any other contact information you may need or information on I am Second. Ill follow up with you this week, but please let me know if you have any questions before hand. You can reach me at 555-555-5555 or at jmwiger@iamsecond.com. Thanks, Jessica

I. Lead: How would you like to have VIP access to largestdomedstadiumintheworld? TheDallasCowboysstadium'scurrentconstructioncostwas$1.15billion,also makingitoneofthemostexpensivesportsvenueseverbuilt,andwillbehosting theIamSecondAnniversaryBanquet. II. Main Idea: The I am Second movement will commemorate three years of outstanding growth and impact with a special anniversary celebration at the Dallas Cowboys stadium. The evening will be filled with inspirational stories, changed lives, music and a benefit dinner. Donors and other key publics will be invited to the banquet, and all the proceeds from the ticket sales will go towards the organization.

III. Sources: The media that covers this feature will have an exclusive interview with the founder of I Am Second, Norm Miller, and a tour of the behind the scenes set up of the banquet. Afterward, any Second of your choice will be made available for an exclusive interview as well. The Dallas Cowboys stadium will provide VIP access to anywhere on the stadium and on the field. IV. Interesting Facts At last count, iamsecond.com has received more than 14 million page views and 3.3 million visits from 214 countries and regions as far away as Burundi, the Fiji Islands and Myanmar. The Main Level Club South is 30,833 sq ft with event space running the length of the field, floor to ceiling windows and a breathtaking view. The banquet room holds 800 people. Just a few of the many key publics attending will be Dallas Cowboys Bradie James and Greg Ellis, child actress Bailee Madison, pro skateboarder Brian Sumner and Texas Rangers MVP Josh Hamilton. Grammy-nominated singer/songwriter Matthew West will be performing.

V. Photos, Charts and Graphs We will provide visual elements such as exclusive professional photography of the event itself such as the speakers, performers and guests, as well as the facilities decorated in the I am Second theme. We will also provide a chart of the population of the guests attending explaining who they are, where they are from and what they do, as well as the official guest list. A diagram of the Dallas Cowboys stadium will also be provided. VI. Any call to action: We want the media to be tuned in to the accomplishments of I am Second and their global impact. Ultimately we want to get the awareness out about the organization and encourage people to get involved and to donate.

Client Website Pages to Revise 1) http://www.alrcnewskitchen.com/iamsecond/index.htm (newsroom) 2) alr communications link 3) e3 partners link Potential Keywords Local Monthly Searches Global Monthly Searches I am second 27,100 18,000 I am second merchandise 26 26 I am second campaign 58 58 e3 partners 1,900 1,600

Page name Newsroom

Title tag (66 letters max) I am Second Newsroom

Meta description tag (160 letters max) The I am Second Newsroom consists of all the media relations.

Keyword(s) releases, articles, I am Second

Images and links I am Second logo, the big white chair image

Page copy The I am Second newsroom consists of I am Second news releases, an I am Second press kit, I am Second news articles, I am Second media clips, I am Second photos and more. The newsroom is also the place where I am Second fans can come to connect with media contacts or to request interviews. Inside the press kit includes frequently asked questions, testimonials and the cultural landscape of I am Second. The cultural landscape discusses the I am Second approach with our generation. It says that the challenge in I am Second is finding a culturally relevant method of reaching out to un-churched individuals, particularly among younger generations. The news releases even date all the way back to the very first one ever released for I am Second. Under the tab of media clips includes commercials shown on TV. One of them featured is Josh Hamilton, a major league baseball player, who shares what being second means to him.

About e3 Partners

e3 Partners information

I am Second was born from e3 Partners

e3, I am Second e3 partners logo, I am Second logo, pictures of kids on mission trips

About ALR ALRC Communications information

ALRC in relation to I am Second

ALR ALRC logo, communication, I am Second I am Second logo,

How do we make a difference that makes any size impact, much less last forever? The answer is in our name e3 Partners. Yes, the "e" in our name stands for Equip, Evangelize and Establish, three critical components to seeing a movement of God happen in communities around the world. Since 1987, e3 Partners has brought a unique, biblicallybased approach to world missions that has produced significant results in cultures around the world. The focus of e3 is church multiplication, incorporating all the key elements of Christs commission of going, making disciples, teaching and baptizing in order to plant and grow new churches. e3 does this around the world, using national leaders in 20-plus countries. e3 has formed the ministry I am Second. I am Second was created for a generation of people today can relate to. The motto of e3 is Discover your mission, join the world community. A. Larry Ross Communications (ALRC) is a full-service media and public relations agency founded in 1994 to restore faith in media, provide value-added P.R. that defines values and give Christian messages relevance and meaning in mainstream media. ALRC assists Christian-focused organizations, associations, ministries and churches in telling their stories through the Christian and secular media in the context of traditional news values. For almost 15 years, ALRC has remained the nations most-respected firm in Christian-focused communications. ALRC operates at the intersection of faith and culture, specializing in crossover communications projects and processes emanating from or targeted to the Christian market both Protestant and Catholic. ALRC is the

agency that deals with I am Second and ALRC is responsible for all the media relations. ALRC also is involved with the marketing efforts for I am Second and helps coordinate the I am Second special events.

Suggestions to Improve the Organizations Online Presence SEO: Improve the SEO content by incorporating more keywords to ensure that the words and phrases on the website, blog, and other online content are found by the search engines and that, once found, I am Second site is given the highest ranking possible in the natural search results. Social media: In addition to having the I am Second twitter, the Seconds should all follow the I am Second twitter and frequently tweet to I am Second so that the publics can be encouraged by keeping up with their daily lives Online newsroom: Create an online newsroom page by adding the existing I am Second newsroom page from ALR Communications to iamsecond.com. e3 partnership link: Since I am Second was birthed from e3 ministries, there should be a link from iamsecond.com to e3partners.org. ALR Communications link: Since ALR Communications is the company that does all the public relations and communications for I am Second, there should also be a link to alarryross.com from iamsecond.com. Unconventional marketing: Incorporating unconventional marketing techniques in cities and metropolitan areas would capture a great amount of attention from the public and be effective in driving more people to the site. Content strategy: Add a section off the About Us tab about the history of I am Second and how it was founded.

Description of Event: The I am Second movement will commemorate three years of outstanding growth and impact with a special anniversary celebration at the Dallas Cowboys stadium on Dec. 2, 2011. The evening will be filled with inspirational stories, changed lives, music and a benefit dinner. Donors and other key publics will be invited to the banquet, and all the proceeds from the ticket sales will go towards the organization. The evening will be segmented to highlight the various walks of life of the Seconds. Just a few of the many attending will be Dallas Cowboys Bradie James and Greg Ellis, child actress Bailee Madison, pro skateboarder Brian Sumner and Texas Rangers MVP Josh Hamilton. Also, Grammy-nominated singer/songwriter Matthew West will be performing. Dates for Planning: Begins Sept. 30, 2001 Dec. 3, 2011 Ends Dec. 2, 2011 Dec. 30, 2011

Planning Evaluation Event Date: Dec. 2, 2011 Goals:

Besides coming together to celebrate what God is doing, the goals of this event are to increase awareness of the organization, to expand the organizations media campaigns and to increase donations to the organization. Objectives: To boost name recognition of I am Second among the general public by 20%. To increase media coverage of I am Second by 25% through People Magazine and E News. To collect more than 500 new email addresses by the end of the event. To have our CEO participate in at least 3 interviews by the end of the event. To raise more than $100,000 in the ticket sales. To recruit at least 25 volunteers.

Event Plan: Tasks/Steps Responsibility 1) Acquire permission Director of from the Dallas Cowboys Communications, stadium for its use on Account Dec 2. Acquire any Executive necessary permits. 2) Book Matthew West Director of for concert. Communications 3) Rent stage equipment for Dec. 4) Arrange for stage setup. 5) Oversee decorations. 6) Plan and execute preconcert media strategy. Project Manager and team Account Executive Project Manager and team Media Relations Rep Task materials and requirements Obtain permit paperwork. Obtain necessary signatures. Obtain permit payment. Contact facility representatives. Pay deposit. Obtain phone numbers for speakers and performers. Call Seconds. Arrange for performers/speakers to sign contracts. Research and rent necessary equipment. Payment for equipment. Hire workers. Assign worker tasks. Manage workers during stage set up. Pay workers. Select and pay for rentals. Oversee decoration set up. Write, edit and pitch press release. Distribute pitch feature. Write, edit and pitch PSAs. Write, edit and distribute fact sheet to local print and broadcast media. Update website and social media. Write, edit, print and assemble press kits. Order treat bags and goodies with logo for the media. Arrange for rental and set up of press tent and table. Print and pass out press credentials. Answer press inquiries. Facilitate interviews during event. Update Twitter and Facebook throughout event. Record and upload digital video of the event. Collect stories for blog. Arrange interviews with performers, survivors and Do By 10/10/11

10/15/11 10/20/11 10/25/11

10/30/11 11/1/11

7) Plan and execute media relations on day of event.

Media Relations Rep, Director of Marketing and team

11/10/11

Tasks/Steps 8) Work with the facility personnel to make sure the venue has appropriate security, bathrooms, clean-up personnel. 9) Develop performance schedule and communicate with speakers. 10) Set up and run backstage and VIP area.

Responsibility Account Executive Project Manager and team, Account Executive, Director of Communications Account Executive, Project Manager and team Project Manager and team

Task materials and requirements organization members. Serve as liaison between the event facility representatives and I am Second organization. Oversee security, facility relations and clean-up. Work with speakers and Matthew West to coordinate performance times. Pay speakers and performers. Arrange for speaker/performer hotel and travel. Set up back stage and VIP area including tent and furniture rental. Make sure performers/speakers are happy. Make sure VIPs (donors, key publics, media outlets get to meet the Seconds. Hire event technicians, stage hands and outside production company. Serve as a liaison between production company and PR team before and during event. Rent tents and tables for vendor and information booths. Solicit vendors and invite local Christian organizations. Capture and record event for organization (via Twitter, Facebook, digital video camera). Interview attendees and performers. Be on-call to assist where needed. Write, edit and design survey/donation mailer cards for event. Work with printer to be sure they are printed and arrive on time. Arrange for volunteers to pass out cards. Oversee distribution at event.

Do By 11/15/11

11/15/11

11/30/11

11) Oversee event production.

11/10/11

12) Coordinate vendors. 13) Report on event for the organization. (Inhouse event reporter) 14) Create and distribute survey and donor cards.

Director of Communications Media Relations Rep, Director of Communications Media Relations Rep, Director of Marketing and team

11/1/11 12/2/11

12/2/11

Tasks/Steps 15) Oversee clean-up.

Responsibility Account Executive Account Executive

16) Evaluate effectiveness of event.

Task materials and requirements Oversee entire event clean-up. Make sure everyone and their particular areas are cleaned up, rentals are taken away. Participate in debrief meeting to discuss strengths and weaknesses of event. Analyze surveys returned as mailers. Scan media for coverage. Keep clippings and videos of coverage. Assemble and file event records.

Do By 12/2/11

12/3/11

Detailed Event Timeline: Time 8:00am 8:30am 9:00am Task Arrive at the Cowboys Stadium General event meeting Set up press suite Responsibility Everyone Location Dalass Cowboys Stadium (Arlington, Texas) Press suite Press suite VIP suite

11:30am 12:30pm

11:30pm

Everyone Project Manager and team, Media Relations Rep, Director of Communications Set up VIP suite Project Manager and team, Account Executive, Media Relations Rep, Director of Communications Oversee stage set-up Project Manager and team Lunch break Everyone Greet Seconds Account Executive, Media Relations Rep, Director of Communications Oversee event Account Executive, Director of preparations Marketing and team, Project Manager and team 6:00pm EVENT START 11:00pm EVENT END Clean-up Everyone, including clean up crew

Stage area Suite room VIP suite VIP suite and throughout the banquet room/facility

Clean up each suite, banquet room and facility areas used

Budget Tactic

Banquet

Item Speakers and Seconds Banquet food Performer accommodations and travel Press takeaways VIP lounge Stage Production company (includes stage hands and technicians) Banquet room rental Decoration rental Event employees Design Printing Postage and Mailing

Cost $500,000 $5,000 $10,000 $500 $5,000 $100,000 $50,000 $20,000 $5,000 $5,000 $1,000 $2,500 $500

Tactic Total

Concert Total

$700,500 $704,500

Mailers

$4,000

Media to Pitch: People Magazine E News The Dallas Morning News NBC Dallas-Fort Worth Relevant Magazine In-house Coverage: Jeremy Brown- photographer, Audrey Barrick- broadcast journalist, Briana Darensburg- PR rep, Clay Harley- media relations rep Event Evaluation: The event will be evaluated by The Barna Group. The Barna Group is a marketing research firm that primarily serves Christian ministries, non-profit organizations and various media and financial corporations. The Barna Group not only conducts research, but also they help facilitate true transformation of organizations based upon evaluating and analyzing their research.

Lets Talk
You are here for a reason. We all have needs and could use some help. Talk to us and lets discuss how Christ can be first in your life. Call, chat, or email. 24 hours a day.

Call 1-800-633-3446 Email first@iamsecond.com Chat Line Online Now

Contact Us
Nationally Email: contact@iamsecond.com Call: 214-440-1101 Mail: 2001 W. Plano Parkway, Suite 2600 Plano, TX 75075 Regions Dalls-Fort Worth Email: DFW@iamsecond.com Call: 214-440-1101

I am Second. The Revolution of Second.

 Inspiring a Revolution of Second. What is I am Second? I am Second is a movement meant to inspire people of all kinds to live for God and for others. Actors. Athletes. Musicians. Business leaders. Drug addicts. Your next-door neighbor. People like you. The authentic stories on iamsecond.com provide insight into dealing with typical struggles of everyday living. These are stories that give hope to the lonely and the hurting, help from destructive lifestyles, and inspiration to the unfulfilled. Youll discover people whove tried to go it alone and have failed. Find the hope, peace, and fulfillment they found. Be Second.

Some Seconds you might recognize:

Josh Hamilton, Texas Rangers MVP Bradie James and Greg Ellis, Dallas Cowboys Bailee Madison, child actress Brian Sumner, pro skateboarder Brian Welch, former member of Korn

Dont just watch our videos Get Involved!

Go a step further, talk with the people in your life. Spread the revolution of Second. Share the videos with friends. Start an I am Second Group in your neighborhood, workplace, or school or join an I am Second Group already meeting. Volunteer at concerts. Serve through I am Second community service events. Organize your own I am Second events. Sign up for an I am Second Expedition to help people in other countries. Check out Get Involved for other opportunities. Connect with us on Facebook. Follow us on Twitter. I am Second is designed to help people discover their purpose in life. Have you discovered yours?

www.iamsecond.com

Outline of Brochure: Front Page/Back Right Panel: Images: White chair I am Second logo Heading: I am Second. The Revolution of Second. Inside Left Panel: Images: Pull out box quote from a happy patient Background picture of one of the nicer houses Heading: Inspiring a Revolution of Second. What is I am Second? I am Second is a movement meant to inspire people of all kinds to live for God and for others. Actors. Athletes. Musicians. Business leaders. Drug addicts. Your next-door neighbor. People like you. The authentic stories on iamsecond.com provide insight into dealing with typical struggles of everyday living. These are stories that give hope to the lonely and the hurting, help from destructive lifestyles, and inspiration to the unfulfilled. Youll discover people whove tried to go it alone and have failed. Find the hope, peace, and fulfillment they found. Be Second. Heading: www.iamsecond.com Images: Multiple faces logo Inside Center Panel: Heading: Some Seconds you might recognize: Josh Hamilton, Texas Rangers MVP Bradie James and Greg Ellis, Dallas Cowboys Bailee Madison, child actress Brian Sumner, pro skateboarder Brian Welch, former member of Korn Heading: Dont just watch out videos Get Involved! Go a step further, talk with the people in your life. Spread the revolution of Second. Share the videos with friends. Start an I am Second Group in your neighborhood, workplace, or school or join an I am Second Group already meeting.

Volunteer at concerts. Serve through I am Second community service events. Organize your own I am Second events. Sign up for an I am Second Expedition to help people in other countries. Check out Get Involved for other opportunities. Connect with us on Facebook. Follow us on Twitter. I am Second is designed to help people discover their purpose in life. Have you discovered yours? Inside Right Panel: Images: Picture of Brian Welch, former band member of Korn Back Left Panel: Heading: Lets Talk Contact Us: Nationally Email: contact@iamsecond.com Call: 214-440-1101 Mail: 2001 W. Plano Parkway, Suite 2600 Plano, TX 75075 Regions Dalls-Fort Worth Email: DFW@iamsecond.com Call: 214-440-1101 Back Center Panel: Images: I am Second hands

Media Kit